TSL x Roche – Comedy Video teases “That Overprotective Boyfriend Covid edition” for CNY 2022

Nirelle Goh Blog, Case Studies

In our most recent case study, we wanted to touch on TSL’s custom content approach to overcome this client’s marketing challenge.

Campaign Brief:

Roche came to us with their marketing challenge. With multiple suppliers already in the market offering Antigen Rapid Test (ART) test kits, Roche wanted to step up on public education by showing that it’s convenient, economical and reliable - as one of the leading diagnostic solutions players offering credible self-testing results. Direct paid boosting wouldn’t work, as Facebook presently doesn’t promote ads for Covid-19 related high-demand products and medical supplies. 

Our Solution:

TSL came up with the idea of creating a video comedy based on relationship stereotypes, which people can easily relate to overprotective boyfriends (BF).

Familiar romantic moments were played out from the girlfriend’s (GF) point of view, only to be fraught with the exaggerated habits of an overprotective and kiasu boyfriend. This concept allowed us to turn commonly used Covid-19 protective measures into comedic points. And built up to a heartwarming ending when the boyfriend appealed to his girlfriend’s wishes to feel protected. Not only from other guys but also from Covid with Roche’s ART test kits.

This message was strategically timed to release ahead of CNY, to bring a friendly reminder for Singaporeans to do their self-testing before making their house visits.

Our Results:

TSL attracted over 850K reach, 520K video views and over 500 reshares on Facebook, which was all organically achieved. This video also received positive comments, such as these:

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The Roche clients were happy to put in an additional budget to boost this video, which was already doing well organically on Facebook.

Drop us an email at [email protected] today to get started!

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